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Home > Archives > Volume 20, No 8 (2022) > Article

DOI: 10.14704/nq.2022.20.8.NQ44476

Does Gender Differences in Adult Portrayals in Television Advertisements Influence the Social Behaviour in Indian Children?

Ravishankaran Kamalakannan Chitra, Nakkeeran Senthilkumar

Abstract

The current study employs the McArthur and Resko coding scheme to determine the presence of age-related stereotypes in children’s television advertising and compares its findings to other Asian countries. The content analysis methodology was used to collect two weeks of a stratified sample of visually prominent adult characters of different age groups from the top six cartoon networks. In addition to younger women, middle-aged women were frequently portrayed as product users,depicted in dependent roles and communicated opinion-based arguments suggesting a probable reversal of previous patterns. Younger women were stereotypically shown in domestic settings for domestic products and offered self-enhancement rewards, while middle-aged men were portrayed as product authority and favoured fact-based argument. Less traditional traits depicted younger women in autonomous roles and delivered concluding end comments, whereas middleaged men were more likely to offer self-enhancement rewards. In addition to the study’s limitations, the theoretical and practical ramifications are examined using social expectancy and social learning theory as a base. The influence of the television media on age and gender stereotyping can be mitigated through gender-neutral portrayals and visual reinforcement of egalitarian role pursuits for men and women in television advertisements aimed at children. Future research should use the longitudinal study to gain a bigger sample size to investigate additional central character categories, such as humour, fame and physical attractiveness. The study results reveal that age and gender differences do not appear to diminish in children’s television advertisements in India.

Keywords

Social Behaviour,Age Stereotypes, Television Advertising, Gender Stereotypes, Children and Adults, Content Analysis

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